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A Review of Innovative Strategy Types

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NEW PRODUCT INNOVATION No. 9 in a Series of Papers Reference Paper by: Teresa Jurgens-Kowal PhD, PE, NPDP

Global NP Solutions 2323 Clear Lake City Blvd., #180 Suite 177 Houston, TX 77062 PHONE: 281-280-8717 FAX: 281-280-8689 www.globalnpsolutions.com page 1

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changes

in

the

market

or

technology

environments. In this paper, we present four idealized case studies, representing one view of innovation strategy types. These were first described by Raymond Miles and Charles Snow in 1978 Miles & Snow’s structures, response characterization and to in changes
(1)

THE ENTREPENEURIAL PROBLEM
As with any strategy assessment, a choice must be made regarding the market arena, the technology, and the products or services to be offered. Miles & Snow identify this as “The In short, how

.

Despite the intervening thirty or so years, of in management management’s particular

Entrepreneurial Problem.” should the company manage share? it market

technology or markets, remains as a dominant theory for Innovation Strategy.

Many other papers have evaluated Miles & Snow strategy typologies
(2) (3) (4)

, yet few

In NPD terms, we would say that The Entrepreneurial Problem should be addressed is Stages 1 and 2, or the Fuzzy Front End, such that we have identified a clear and present market need for our new product, service, or program.

authors have specifically address how each would approach and implement the New Product Development (NPD) Process. After a brief introduction of each of the four Miles & Snow strategy types, we will describe how each firm would approach an NPD effort by utilizing its inherent management view.

THE ENGINEERING PROBLEM
It’s often said that invention is the realization of a new idea, but innovation is the successful commercialization of an invention in the

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